Furious moves brought to life

What happens when Bose gives a dancer room to express herself.

When Canadian director Max Sherman of Toronto production house OPC was asked, through content sourcing agency MOFILM, to create a video as part of Bose’s “Music Is My” campaign, he reached out to Taylor Hatala, the choreographer who recently made a splash for her work on the video for Nicki Minaj’s “Anaconda,” to do something a bit different.

While most of the other videos in the campaign feature adults showing what music brings to their lives, Sherman and Hatala gave a young girl full range of a large, empty room to use as her own personal dance studio to express herself. And boy does she. Before she slips the headphones off and shows what creative expression was going on in her head while waiting for a TTC subway, she busts out some furious moves that exhaust us just by watching.


Brand: Bose
Agency: MOFILM
Director: Max Sherman
Production Company: OPC
Producer: Paul Matthews
Cinematographer: Kiel Milligan
Stylist: Tiffany Briseno
Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault
Dancer: Taylor Hatala
Choreographer: Alexander Chung
Editorial: Relish Editing
Editor: Chris Murphy
Post Production: Alter Ego
Colourist: Tricia Hagoriles
Music: Steve Noble
Sound Mix: Vapor Music


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